Kogan Page Ltd
|Number of Pages
In response to International business scandals and the growing perception that brands can't be trusted, Beyond Branding argues that brands are neither inherently good nor evil, but that marketing must move 'Beyond Branding' if it is to survive.
Beyond Branding challenges business to adapt to a world of transparency by meeting the needs of stakeholders and operating with openness and integrity.
It is the view of the writers of this book that when businesses account for 51 of the largest 100 economic entities in the world, not only should brands adopt a wider social perspective, they must do so if they are to have continued relevance. Based on the latest research and using international case studies, the contributors cover:
The importance of a human focus
The role of leaders in defining and delivering the brand
The value of employee-led engagement
New approaches to relationship-mapping
Moving from seller-centric to buyer-centric marketing
Creating brands through customer collaboration
The meaning of brand sustainability
With chapters by international brand consultants, writers and thinkers, Beyond Branding widens the narrow world view of brands; one which is short-terminus, shareholder focused, narcissistic and communication led. The contributors argue that true business value can only be created by focusing on relationships and striving for openness, transparency, sustainability and honesty.
About The Author
Nicholas Ind is a writer and brand consultant based in Scandinavia. He is the author of a number of business books including The Corporate Image, The Corporate Brand and Living the Brand. He has also written a biography of Terence Conran.
Table of Contents
A brand of enlightenment
Whose brand is it anyway?
Branding for good?
Brand sustainability: it's about life....or death
Brand dynamic valuation and transparent governance of living systems
What's brand got to do with it?
Anthropology and the brand
Transparency, or not: Brand inside: Brand outside TM - the most obvious yet overlooked next source for the brand's authentic evolution
The brand manifesto: why brands must act now or alienate the future's primary consumer group